Despite #WeWantLeia, Star Wars is still a ‘Boys’ only brand according to Hasbro

My daughter giving her Hasbro Leia doll a blow-dry

Not only does the Disney Store have Star Wars pigeon-holed as a boys only brand, it seems that main toy licensee Hasbro does too.

In this job ad (courtesy of Natalie Wreyford and , Hasbro states it has “immediate need for a detail-oriented, brand developer… for Star Wars” their “Boys Licensed brand”.


The ad lists seven key aspects of the job, but reading them it seems to me that a plucky applicant could successfully address each of these bullet points by addressing the gendered marketing issue too.

So, if you’re a detail-oriented, brand developer candidate – who is “proactive”, “responsive”, “creative”, and with “analytic based judgement” – looking to make a name for yourself, you could try this approach. I am after all a marketing guru (:s).

Primary Duties & Responsibilities of Star Wars Brand Development role:

1. Lead cross-functional teams to execute key brand initiatives, including finding innovative ways to grow higher margin businesses.
A: An innovative way to grow higher margin businesses should involve marketing Star Wars to girls as well as boys.

2. Drive product innovations through the system to better meet consumer demands.
A: Innovate by creating Star Wars products intended for girls, meeting their additional consumer demand, and market the entire brand to both girls and boys.

3. Develop overall go-to-market product strategy.
A: Create product and market the whole brand to both boys and girls.

4. Partner with global supply chain to identify programs to decrease development costs and gain efficiencies where applicable.
A: Market existing products to girls as well as boys.  Efficiencies gained by selling an existing product to a new market with minimal cost.

5. Maintain current knowledge of modern manufacturing trends, technologies and competitive practices.
A: Be competitive by marketing Star Wars to girls as well as boys.

6. Collaborate with global brand strategy and marketing team in the development of all special and exclusive products.
A: Suggest the global brand strategy includes marketing Star Wars brand to girls as well as boys.

7. Become the global insights expert and leverage learning across product lines.
A: Your insight should involve the need for marketing Star Wars to girls as well as boys. If not, this should be learned.

So there you go. You’ve got that application nailed! Why not apply using this as your template? If you can’t beat them, join them. Then beat them.

Failing that, tweet them at @HasbroNews, or email them at, and let them know that Star Wars is a galaxy for girls too – because they obviously didn’t get the #WeWantLeia memo.

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